Unclaimed Baggage is a local retail brand that has been serving its community for years. The brand's primary focus has been on taking lost luggage from airports that have failed to be reunited with their previous owners and reselling the items after an extensive quality control process. As of 2021, Unclaimed Baggage launched its e-commerce retail store, expanding its reach beyond its local geographic area.
Despite already having some brand awareness, Unclaimed Baggage wanted to increase its online presence and expand its customer base. The brand has a pretty even gender distribution among its customer base, with top age demographics falling between 25-44. After auditing the account and defining the best strategy, EmberTribe set out to help Unclaimed Baggage reach its growth goals and establish a strong online presence.
The Growth Challenges of Unclaimed Baggage (eCommerce)
Scaling Ad Revenue
Difficulty scaling ad revenue without budget increase.
Platform Testing Constraints
Limited budget for testing new platforms.
Timing of Promotions
Precise timing in promotions for maximizing revenue and ROI in paid ads.
Our Growth Approach
Target Niche Markets
Refine Facebook ad targeting and optimize ad testing for specific audiences.
Increase Profitability to Scale Ad Budget
Focus on CAC and MER to prove how a budget increase affects revenue.
Promotion Strategy Based on Seasonality
We planned ahead our approach for branching out into more niche markets at the right time.
January tends to be a slower month coming out of the holidays. So we prepared our audience research and built the collections based on their historic data.
Target Fitness Niche Audience
We focus on their "get active" collections to the fitness markets and generated a great return (these audiences outperformed the TOFU audiences).
New Approach for Branching Out
After seeing the results of the first niche audience, we branched out into more niche markets as the summer kicked in to boost performance and returns.
Sustainable Scale in Revenue
We reached stability with our experiments and campaigns and generated the top 2 revenue months (1st November, 2nd July).
What we took into consideration to scale Facebook's ad budget?
In the last year, we find some clear opportunities to temporarily increase ad spend. This gave us the chance to monitor closely the impact attributed to ad revenue and compared it to the period prior. We found a strong correlation of revenue and ad spend, which was backed by the tracking system set in place. Even before seeing the final results, we took into consideration some indicators like CPM, CPC, Cost per Add To Cart, Cost per Checkout Initiated, CAC (cost of acquisition), and of course ROAS and MER.
We increased total revenue by 30% compared to the previous period.
+42% Increase in Returning Customer Rate
The increase in revenue not only came from new orders but also to an improve in returning customers with higher LTV.
+27% Increase in Conversion Rate
By targeting new niche audiences and focusing on the right campaigns at the right time, we increased the overall conversion rate of the brand.
TOP STRATEGY FOR RETAIL BRANDS
Multi-Channel Growth System
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
ClusterMagic
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